Understanding adaptive information seeking in the context of microblogging from the cognitive switching perspective

Drawing on adaptive structuration theory and cognitive switching theory, this study develops a research model exploring the effects of cognitive switching stimuli on adaptive information seeking and the moderating effects of information need and personal innovativeness in information technologies. Data collected from microblogging users were used to test the model. The findings suggest that other people’s use, discrepancies, and deliberate initiatives each have significant positive effects on trying new features to seek information. Other people’s use which essentially reflects the nature of learning from observing other people is the most important determinant. Meanwhile, information need and personal innovativeness in IT each positively moderate the effect of other people’s use on trying new features to seek information. This study contributes to theory by examining adaptive information seeking in the context of microblogging which has been largely overlooked by prior literature. The findings and more implications for theory and practice are discussed.